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Giving the Expectancy‐Value Model a Heart
Author(s) -
Henning Victor,
HennigThurau Thorsten,
Feiereisen Stephanie
Publication year - 2012
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20562
Subject(s) - expectancy theory , psychology , value (mathematics) , face (sociological concept) , consumer behaviour , social psychology , life expectancy , face value , marketing , cognitive psychology , economics , sociology , computer science , business , social science , population , demography , finance , machine learning
ABSTRACT Over the past decade, research in consumer behavior has debated the role of emotion in consumer decision making intensively but has offered few attempts to integrate emotion‐related findings with established theoretical frameworks. This manuscript augments the classical expectancy‐value model of attitude with a dimensional model of emotion. An experiment involving 308 college students who face actual purchase decisions shows that predictions of attitudes, behavioral intentions, and actual behavior can be improved through the use of the augmented model for both hedonic and utilitarian products. The augmented model has theoretical implications for marketing scholars as well as practical uses for marketers.